4/25/12

McDonalds : Behind The Golden Arches

company screen
Alves Joana Han Ying Click to edit Master subtitle style Ghebosu Cezara IBMS

Is there anything more universal thanMcDonalds?

4/25/12

4/25/12

McFacts about McDonalds

McDonald's Corporation is the world's largest chain offast food restaurants. around 68 million customers daily in 119 countries . in the United States

Serving

Headquartered

McDonald's

operates over 31,000 restaurants

worldwide.

History
1940-a

4/25/12

restaurant opened by brothers Richard and Maurice McDonald in San Bernardino, California. restaurant gradually became famous and the McDonald brothers begin franchising their restaurant in the year 1953. 1957 -Quality, Service, Cleanliness and Value becomes company motto. 1958, the restaurant chain sold its 100 millionth hamburger.

The

In

In

 In

1967, the first restaurant outside US was opened in British Columbia. Meal was introduced in US in 1979.

4/25/12

Happy

In

2003, the company launched the Im lovin it campaign. 2005, McDonalds started its McDelivery service . 2008 , global packaging redesign. 2009 , McCafe goes national.

In

In

In

Business Model

Franchise Model Only 15% of the total number of restaurants are owned by the Company. The remaining 85% is operated by franchises.

The UK and Ireland business model is different than the U.S, in that fewer than 30% of restaurants are franchised, with the majority under the ownership of the company. McDonald's trains its franchisees and others at Hamburger University in Oak Brook, Illinois.

4/25/12

In other countries, McDonald's restaurants are operated by joint ventures of McDonald's Corporation and other, local entities or governments.

Vision and mission

McDonalds

4/25/12

vision :to be the world's best quick service restaurant experience. Missions:

McDonald's

-Deliver operational excellence to customers in each restaurants. -to be customers' favourite place and way to eat

BRAND

PROMISE To provide Simple Easy Enjoyment to every customer at every visit.

4/25/12

Products

Our clear strategy is to bring the customers in initially and provide a range of entry-level products so that they can try new items and graduate to the higher rungs. --Vikram Bakshi, Managing Director, Northern Region, India

Burgers & Sandwiches

4/25/12

Chicken Breakfast Salads Snacks & Sides McCafe Beverages

In order to satisfy customers or conform to religious beliefs worldwide, McDonald's offers aregionalized version of itsmenu.

4/25/12

This results in products that are specific to particular regions and which are not seen in other countries the company operates in.

Strenghts huge brand equity strong global presence branded menu items the worlds most recognized logos adapts to the cultural differences good innovation and product development. Active Children's Charity Opportunities efficient food preparation introduction of a healthy style hamburger more upscale restaurant settings provide optional allergen free food items can adapt to the needs of

Weaknesses advertising targets children high employee turn-over. core product line public perception it has yet to accomplish going on the trend of organic food. price competition with the competitors resulting in low revenue Threats major competitors foreigncurrencyfluctuatio ns healthissues heavy investments on promotional campaigns which decrease the gaining of market share.
4/25/12

4/25/12

Marketing mix-4Ps

Product Price Promotion Place

Product

kept its product depth and product width limited.

continuously innovates its products according to the changing preferences and tastes of its customers.

4/25/12

bring with it a globally reputed brand, world class food quality and excellent customer specific product features.

introduced new products and phased out old ones.

Price
varied

4/25/12

prices and affordable for all customers.

certain

value pricing and bundling strategies such as happy meal, combo meal, family meal. customers perception of value is an important determinant of the price charged. of using low price is that the customer may feel that quality is being compromised.

the

adanger

Promotion
main

4/25/12

are:

objectives of advertising for McDonalds

-make people aware of an item, -feel positive about it -remember it.

right

message has to be communicated to the right audience through the right media. through television, hoardings and bus shelters, use print ads and the television programmes are also an important marketing medium for promotion.

promotion

Some of the most famous marketing campaigns of McDonalds are: You Deserve a break today, so get up and get away- To McDonalds Aap ke zamane mein ,baap ke zamane ke daam. Food, Folks, and Fun Im loving it.

4/25/12

4/25/12

Place
McDonalds

are spread throughout the cities and train stations, highway, airports product is available to the customer at the right place, at the right time and in the right quantity. offers hygienic environment, good ambience and great service. areas for children. in and drive through options make McDonalds products further convenient to the consumers

McDonalds

dedicated Drive

4/25/12

McCaf
McCafis

4/25/12

a coffee-house-style food and drink chain, owned byMcDonald's.

4/25/12